Joules reports strong Easter sales
British lifestyle brand Joules has said it enjoyed strong trading in the two weeks over Easter.
Retail sales increased by 27.8% while direct sales climbed by 96.3%.
The company said the performance was underpinned by the introduction of new collections to coincide with the Easter holiday period. Popular Easter products included women’s Breton-style tops and children’s t-shirts, leggings and shorts.
Joules’s menswear collection saw the addition of “tongue-in-cheek” print t-shirts while babywear included new “fluoro” styles.
The company said online sales were helped by the brand’s April Fools ‘win a holiday in a luxury sandcastle’ email campaign.
Kara Groves, commercial and wholesale director at Joules, said: “The increased sales through both direct and retail channels reflect the excellent understanding of our consumers. We successfully capitalised on the seasonal change by releasing new and relevant products to maintain excitement and momentum throughout the period.”
